vers the principles and practices of Loyalty Marketing in a practical and easy-to-digest read. The book introduces the concept of Customer Loyalty and what it entails - and then goes on to delve deeper into Loyalty Marketing and what it takes to build lasting loyalty with the customer base. It covers the entire process of conceptualisation, design and implementation of Loyalty Programs with every principle and decision point detailed. It takes a look at upcoming developments to expect in the Loyalty field globally and in India. Filled with learning and examples from the author's decades of experience as a Loyalty practitioner and her role as a Loyalty Academy(TM) (US) instructor, the book rests on the premise that when done with careful thinking and eye for detail, Loyalty Marketing is really commonsense - and not that hard! The book is a must-read and a handy reference guide for middle to senior level marketers across organisations, for practitioners of loyalty - loyalty managers in Organisations, loyalty service providers, and for students of marketing.